Maruyama's, the author of the Overlord novel source material, talent is the ability to create likable characters the reader would invest in. The author would introduce several characters at once, develop them, then feed them to the meat grinder that is the main character and his followers.
The reader would get invested in these noble lizardmen, only to realize at the end that Ainz can't be stopped. As the villain in this series, and as well as the main character, Ainz will get his devil's due.